Victoria's Secret to dump sexy image for return to 'sophisticated heritage' roots

Sydney, Mar 1 : Victoria's Secret, the brand famous for its lusty and sexy lingerie line is now considering an 'ultra feminine' revamp.

The company's Chief Executive Sharen Turney said that their clothing has gone 'too sexy' and needs to be brought back to its 'sophisticated heritage'.

"We've so much gotten off our heritage ... too sexy, and we use the word sexy a lot and really have forgotten the ultra feminine," News.com.au quoted Turney, as saying.

"Victoria's Secret was launched with the idea that Victoria was manor-born and lived in London.

"I feel so strongly about us getting back to our heritage and really thinking in terms of ultra feminine and not just the word sexy and becoming much more relevant to our customer," she added.

Its parent company, Limited Brands, said fourth quarter profits fell 12 per cent.

"We will reinvent the sleepwear business and focus on product quality," Turney said.

"Our assortment will return to an ultra feminine lingerie brand to meet her needs and expectation," she added.

Victoria's Secret was started in San Francisco in 1977 by Roy Raymond, who said he was embarrassed trying to buy lingerie for his wife and hoped to provide a comfortable place for men to shop.

ANI